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In this week's edition of eTips, Karon Thackston, of CopyWritingCourse.com,
will provide you with some important information in regard to Google and
your web site copy.
I hope you'll enjoy the publication.
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 Is
Your Copy Trusted by Google?
By
Karon
Thackston © 2006
As long as I've been an SEO copywriter, I never knew that Google had its
own trust factor with relation to site pages and their copy. Yet, a recent
column in the Google Librarian Newsletter did a wonderful job of explaining
what Google is looking for in the way of copy. These are practices I've preached
with fervor for years. This information can help your copywriting become
a trusted source for Google and potentially aid in increasing your
rankings.
As I started reading the original issue of this newsletter, Matt Cutts began
to explain that Google uses many factors (other than Page Rank) to evaluate
and rank pages. Matt continues to describe the use of keywords and their
relationships to other page factors.
For instance, let's say one keyphrase you're working with in your copy is
"flat monitor." I've preached for years that keyphrases work best when all
the words remain in their exact order. That is, when you use the entire phrase
"flat monitor" as opposed to only using the single words "flat" and "monitor"
individually. Matt confirms this by saying relevance and trust might be increased
in Google's eyes when the words "flat" and "monitor" are used next to each
other.
Why would it matter? Because "flat" can refer to practically anything. That
word by itself could easily be used on a page that has absolutely nothing
to do with monitors. While the word "monitor" can refer to a screen used
with a computer, there are many different types of monitors. If the search
query were specifically for "flat monitors," pages about CRT monitors and
other types would have little relevance and therefore wouldn't be deemed
trustworthy. "Monitor" can also mean to observe, which would be irrelevant
to the search query used in our example. So, using the phrase as it was typed
into the search engine is the most relevant application.
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What else? Have your keyphrase in the title.
While Matt doesn't say this is a vital element, he does suggest that it "gives
a hint" that the page would be more relevant, and therefore trustworthy,
to the subject matter at hand than a document that does not include the keyphrase
in the title.
Toward the end of the article, Matt refers to Google's preference to choose
the most trusted sites to include in their database. It's in a subsequent
issue of the Google Librarian Newsletter that Matt explains, in part, other
ways Google evaluates trust.
The fonts used on the page and the placement of words on the page are included
in assessing trust. Also, an examination of the text of other pages of the
site is included. Of course, this is not the entire equation. As originally
stated, Google uses many factors to determine the relevance and trust of
copy. These are just a few.
But what about copy that isn't trustworthy? What practices do you want to
avoid? In a thread on Matt's blog (from April 26th), Matt discusses penalties.
During the thread, a segment of horrible text is shown as an example of how
not to write SEO copy. Matt's comments about the copy include mentions of
these offenses: keyword stuffing, deliberate inclusion of misspelled words,
gibberish text (the kind normally generated by automated copywriting programs),
doorway pages and hidden text on the page. If you are currently practicing
any of these techniques, you might want to seriously (and quickly) adjust
your copywriting strategy.
The bottom line is that Google wants to include pages that are highly relevant.
By writing your copy in such a way to highlight the relevant factors of the
content for Google, you also contribute to your visitors' experiences. It's
a win-win-win situation that benefits you, Google and those who come to your
site.
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